Why the 'Spray and Pray' Approach is Costing You Customers
It’s a common sight across the Brisbane business landscape: a local cafe, a boutique law firm, or a tradesperson posting the exact same photo and caption across Facebook, Instagram, LinkedIn, and TikTok at the same time.
We get it—you’re busy. But in 2026, social media algorithms are smarter than ever, and more importantly, Australian consumers have developed 'platform goggles.' We look for different things depending on which app we’ve just opened while waiting for our flat white.
If you want to see real ROI without spending forty hours a week on content, you don’t need to be everywhere. You just need to be in the right place, with the right vibe. Understanding why your social ROI might be lagging is the first step to fixing your strategy. Let’s break down the unique DNA of each platform and give you some quick wins you can implement before close of business today.
Instagram: The 'Vibe' Check and Local Discovery
In 2026, Instagram has moved away from over-edited perfection and toward 'curated authenticity.' For Brisbane businesses, this is your digital shopfront.
The Unique Characteristic: It’s highly visual but increasingly driven by 'Searchable Maps.' People use Instagram like a visual version of Yellow Pages. The Brisbane Angle: If you’re a restaurant in Fortitude Valley or a retail shop in Paddington, your 'Location Tag' is your best friend.
Quick Win: The 'Saveable' Carousel
Instead of just a photo of your product, create a 3-slide carousel. Slide 1: A beautiful shot of the product. Slide 2: A quick 'How-to' or 'Styling tip.' Slide 3: A customer testimonial. Educational content gets 'Saved,' and saves are the highest signal to the algorithm that your content is valuable. Many brands are finding success by embracing the ROI of raw content over high-production shoots.LinkedIn: The New Community Hub (Not Just for Resumes)
If you think LinkedIn is only for corporate high-flyers in the CBD, you’re missing out. It has become the premier place for B2B relationship building and 'Founder-led' marketing in Australia.
The Unique Characteristic: High trust and long-form authority. People on LinkedIn actually read the text. The Scenario: A local solar installer sharing a post about the changing Queensland energy rebates will get ten times more qualified leads on LinkedIn than on TikTok.
Quick Win: The 'Opinionated' Text Post
Write a 150-word post about a common mistake you see in your industry. Be helpful, a little provocative, and end with a question. LinkedIn loves 'dwell time'—the longer people stay to read your post, the more people it gets shown to. This aligns with current LinkedIn B2B trends that prioritise authentic expertise over corporate jargon.Facebook: The Local Neighbourhood Watch
Don’t listen to the rumours; Facebook is far from dead, especially in Australia. However, its power has shifted from the 'Business Page' to 'Groups' and 'Marketplace.'
The Unique Characteristic: Hyper-local community connection. The Brisbane Angle: Groups like 'Northside Community' or 'Everything Gold Coast' are where the real conversations happen.
Quick Win: Be a Human, Not a Logo
Join 3-5 local community groups as your personal profile (linked to your business). Don't spam your services. Instead, set a timer for 10 minutes a day to answer questions related to your expertise. When someone asks for a recommendation, your name will be the first one mentioned by others.TikTok: The Entertainment Engine
TikTok isn't a social network; it’s an entertainment platform. People go there to be amused, shocked, or taught something in under 60 seconds.
The Unique Characteristic: The 'For You' page doesn't care how many followers you have. You can reach 10,000 people in Brisbane overnight with zero followers if your video is engaging. The Scenario: A local plumber showing a 'grossest thing I found in a drain this week' video will outperform a polished TV commercial every single time.
Quick Win: The 'Behind the Scenes' Reveal
Film a 15-second clip of a 'Day in the Life' at your business. Use a trending Australian audio track, add some text overlay explaining what you’re doing, and keep it raw. No fancy editing required.How to Choose Your Battleground
You don't need to master all four. In fact, we recommend picking two and doing them well.
1. Product-based/Visual? Focus on Instagram and TikTok. 2. Service-based/Professional? Focus on LinkedIn and Facebook Groups. 3. Local/Brick and Mortar? Focus on Facebook and Instagram Maps.
Ready to Level Up Your Social Strategy?
Social media moves fast, especially in a competitive market like South East Queensland. If you’re tired of shouting into the void and want a strategy that actually drives foot traffic and enquiries, we’re here to help.
At Local Marketing Group, we specialise in helping Brisbane businesses find their voice and their audience. Let’s stop the guesswork and start growing.
Contact Local Marketing Group today to book a strategy session and get your social media working for you.